WOO President Goddard hails Out of Home global growth and consolidation in keynote Mexico City address
“The pace of consolidation is accelerating fast ” World Out of Home Organization President Tom Goddard told over 600 delegates from 58 countries – a record number – in his keynote address at the WOO Annual Congress in Mexico City.
Goddard also drew from WOO’s soon to be released Worldwide Expenditure Survey that Global Out of Home Revenue in 2024 had reached $46Bn, a ten percent increase on 2023 a performance well ahead of other so called legacy media. Revenue in 2025 is expected to reach over $49 Bn.
Goddard listed a number of recent major steps forward for the OOH industry worldwide:
*In North America T-Mobile acquiring Vistar, bringing a large telco into the industry.
*US OOH revenues exceeding $9Bn for the first time.
*Canadian trade body COMMB launched a new reach and frequency tool in its Roadmap platform.
*In LATAM TV media giant Globo acquiring Brazil’s largest OOH player Eletro Media followed by Eletro buying Clear Channel’s Brazil assets.
*Argentina’s Global acquiring the three remaining Clear Channel National assets in Mexico, Peru and Argentina.
*JCDecaux bought Publigrafic in Guatemala and Costa Rica, and IMC also in Costa Rica.
In Europe, the standout move was the acquisition of the remaining Clear Channel assets in Northern Europe by Bauer Media, the Germany-based radio and publishing giant, catapulting Bauer into a strong number two position in Europe.
*In Germany, revenues grew by a market-beating 25% and in Sweden OOH growth surpassed all other media.
*A major upgrade of the Route Measurement Platform was commissioned in the UK.
In the Middle East The Multiply Group, now with 60% of the UAE Market, entered into a JV agreement to collaborate on international expansion with Al Arabia, with 70% of the Saudi Market. They are also collaborating on an AdTech initiative, aimed at creating a large trading platform in the Gulf Region and beyond.
*Africa, finally started to invest seriously in digital transformation and began measuring its inventory.
In China digital OOH revenues rose to 66% of all OOH despite the tariff-driven trade wars.
In the rest of APAC, India took positive steps towards creating a unified audience measurement platform.
And in Korea further expansion of adZones in Seoul is setting the standard for the rest of the world while in Australia, the OMA launched its sophisticated MOVE 2 measurement platform.
Finally, in Japan, the first ground-breaking one -day OOH conference was held in February in association with WOO, adding to W00’s busy agenda of global meetings which over the past few years have included Bali, Milan, Kuala Lumpur, the UAE and Cape Town plus the Global Congress last year in Hong Kong.
“The theme for this Congress,” Goddard concluded, “is a world of opportunities and these developments and others to come, demonstrate clearly that the industry is confounding global economic worries by a relentless focus on growth, innovation and consolidation. We journey into the remainder of 2025 and beyond in good heart.”
For further information: contact Richard Saturley at richard@worldooh.org
About WOO
The World Out of Home Organization is the only global Out of Home Association, working to promote and improve the OOH industry on behalf of its members. Board members include the major international companies – JCDecaux and Clear Channel – as well as blowUP media from Europe, OUTFRONT Media and Lamar from the US,, Provantage from South Africa, oOh!media from Australia and Asiaray from Hong Kong. In addition, the following OOH associations are represented on the Board, the OAAA in the US, Alooh from Latin America, the IOAA from India, FAW from Germany and the OMA in Australia.
Membership is open to all companies who operate in the OOH sector and, as a non-profit Organization, funds are reinvested in industry issues such as research and the annual international congress. WOO is a member of EASA in Europe, as well as a founding member of ICAS, and actively works to help the membership with legislation issues within their own countries as well. It also aims to lobby for Out of Home advertising with authorities, international organizations, opinion formers and other elements of the communication media. More information is available at www.worldooh.org
